Perceptions of mobile plan unit pricing and terms and conditions

摘要: Purpose The purpose of this paper is to test the efficacy disclosing unit pricing and increasing type size complex terms conditions in advertising. This line with recommendations made by global telecommunications regulators, including Australia, protect consumers selecting mobile plans. Design/methodology/approach The authors employed a 2 (unit price disclosed: no, yes)×3 (type size: nine-, 12- 15-point conditions) full factorial, between-subjects experimental design using scenario fictional advertisements for 24-month phone plans. was complemented 24 in-depth interviews who had recently purchased “real” plans their assessment these. Findings Extra information form has positive influence on consumers’ value perceptions, but not perceived confusion or risk. Presenting larger increases risk, value, as have difficulty understanding complicated presented. Research limitations/implications This study focused single country market one product phones, limited range plans. Practical implications Public policymakers providers are advised pre-test planned changes advertising’s informational content prior implementation identify proposed consumers. Consumers may also need be educated accurately interpret plans. Originality/value The contributes domain advertising consumer protection. The effect perceptions been examined previously settings.